PMT II/2016 EN

An Unforgettable 95th Birthday of MTP Don’t be afraid to boast How to display awards at a fair stand?

A record-breaking year for the Poznań Congress Center Neuromarketing. Pesonalization. Innovation.

Inspirations from the Golden Marketing Conference

IN THIS ISSUE

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WE’RE THE TALK OF THE TOWN

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NEWS

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FAMOUS PERSONALITIES AT THE FAIR > Let the Faces do the Talking > Appearances at the Fair

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PHOTOS > An Unforgettable 95th Birthday MARKETING > Personalization in marketing – What’s that all about? > We are all emo-sapiens > Get to know your clients to create their needs > A brand must arouse emotion > How to create inter-generational marketing > How to talk to the youth? > You are your brand!

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CONTESTS AND AWARDS AT THE FAIR > The Gold Medal: an award that matters DRESS CODE > Smart Casual Collections by Polish Brands SERVICES > Cavaliada: Built on Sand > How to display awards at a fair stand?

CONGRESSES / EVENTS / FAIRS > Stars Galore at the Poznań Congress Center > A record-breaking year for the Poznań Congress Center > News

Poznań Fair Magazine 2/2016 (338) An official magazine of Międzynarodowe Targi Poznańskie. Issued from 1959.

Editor-in-Chief: Katarzyna Supa, katarzyna.supa@mtp.pl / Editing: Karolina Bartold-Michalak, Łukasz Cholewicki, Renata Hille, Ewa Kozłowska, Karolina Niementowska, Marzanna Wiśniewska / Advertising: Katarzyna Poobala, katarzyna.probala@mtp.pl / Graphic project: Wydawnictwo INWESTOR Photographies: Archiwum MTP, Maja Kasztelan, Piotr Pasieczny, Piotr Piosik / Print: Zakłady Poligraficzne Seriograf / Redaction: Głogowska 14, 60-734 Poznań / Publisher: Międzynarodowe Targi Poznańskie sp. z o.o., Głogowska 14, 60-734 Poznań, tel. +48 61 2000, e-mail: info@mtp.pl, www.mtp.pl

POZNAŃ fair Magazine / 3

WE’RE THE TALK OF THE TOWN

I like the fair because…

The two important anniversaries of the Poznań Fair and the Polish General Exhibition (Powszechna Wystawa Krajowa) are a great opportunity to write and talk about the Poznań International Fair which is a jewel in the crowns of both Poznań and the Wielkopolska region. The MTP has been important for many students in the academic community of Poznań and is therefore considered a great asset of the city.

We considered the Fair to be not only the window to the world which gave us a chance to experience various mechanisms of the market economy and new technology, but also our breadwinner. The money we earned at the Fair has made it possible for us to continue studying. I sentimentally look back on us competing for good jobs for those employers including the MTP Board, PKS – road transport company and the Poznań “Trójka”.

Working at the stands was the most valuable experience for us (and mostly under fierce competition) although today we would refer to it as working under the table. Work at the Fair revealed a bit of the capitalist economy to the future managers of socialist companies.

It is worth keeping this rich history between the Poznań Fair and Poznań academic community alive and not letting it be forgotten.

Leszek Grzelak A graduate of Mechanical Engineering at the Poznań University of Technology, class of 1964

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NEWS

Fernando Menis is going to visit BUDMA 2017 Spanish architect, author of the award-winning project of the Congress and Cultural Center Jordanki in Toruń come to Poznan at the invitation of the Polish Chamber of Architects. Fernando Menis is one of the most interesting characters of the contemporary world of architecture. Each of his designs is unique, referring to the shapes of nature. In his works he often uses wood, stone and concrete, matching their colors and textures as well as bringing out the qualities of their structure by play of light and shadow. In Poland he is well known from the project of the Congress and Cultural Center Jordanki in Toruń, chosen in a competition among 22 submitted proposals. His concept of raw concrete and brick multi-purpose hall, which is partly submerged under the ground, gained recognition throughout the Europe.

MTP – a Credible Business Partner The MTP recently received an award including under the cooperation and agreement of the Bureau of Economic Promotion and Certification in Poznań, the European University of Business and the Wielkopolska Employer’s Association Lewiatan. The award presentation took place on 27 October in Poznań. On behalf of the MTP, the award was accepted by Marketing Director Iwona Kasprzak–Ciesielska.

The award reads as follows: “This distinction has been awarded for efficiency in carrying out development, vision and strategy, exemplary company management, reliability and responsibility in its actions and, above all, for being a credible business partner.”

Brexit. What’s Next for Trade?

In the last decade, the amount of export from Poland to Great Britain has more than doubled. Our trade balance is positive which is partly due to the fact that both countries are members of the European Union.

That might change now, however, following the data given by InfoCredit, DESA/UNSD and the United Nations Comtrade database.

The emotion following the referendum in which Britons declared to leave the European Union has already worn off. At the moment, it is hard to predict how this decision will affect our exchange with Great Britain in the long run. That will depend on negotiations with the EU. It would be a great loss for Poland if such a good cooperation had to suffer due to this.

In 2015, the value of Great Britain’s imports totaled USD 630 billion.

Britain is the world leader in terms of buying machines, cars and their automotive components and chemicals. The above-mentioned represent 22%, 15% and 11% of Britain’s total import value, respectively.

Poland constitutes 2% of Britain’s import. Although it may seem insignificant, it must be emphasized that Great Britain is our second-largest target market in regards to our export value. Last year we exported goods worth USD 12.4 billion to Great Britain. Germany, China and America are the main exporters to Great Britain. Poland ranks 11th in that respect following countries such as Holland, France, Belgium, Italy and Spain. On the other hand, we rank before Turkey, Canada and Sweden, among others.

As mentioned before, in the last decade, the exports from Poland to Great Britain has more than doubled. In 2006 goods and services were

sold worth USD 5.93 billion. Last year, however, it was USD 12.42 billion. British people mostly buy machines, cars and spare parts, and food from Poland. These three groups constitute as much as 53% of Polish export to Great Britain. The chemical sector, ranking fifth at present, plays an important role in this exchange.

Poland has a positive balance regarding its trade with Great Britain.

Last year we imported goods worth USD 5.05 billion. That ranks Britain ninth among the top-selling countries in Poland. Obviously, Germany (USD 42.9 billion), China (USD 22.4 billion) and Russia (USD 14.4 billion) maintain the lead. Poland mostly buys chemicals, machines and motoring items from Great Britain. These three groups of goods total more than 60% of all the goods imported from Great Britain.

The first sector to witness the consequences of Brexit was the foreign exchange market. The British pound is at its lowest since mid-2014, which is, of course, good news for all importers who settle their finances in pounds. They are likely to save up to PLN 1.5 billion. On the other hand, exporters may earn PLN 3 billion less as a result of the recent currency fluctuations. These are obviously very simplified estimates.

How will BREXIT affect our trade exchange with Great Britain in the long run? Surely, that will depend on when and how Britain decides to leave the EU and what the negotiation outcomes between both sides will be. This is unpredictable today as only time can tell.

Source:www.subcontracting.pl POZNAŃ fair Magazine / 5

NEWS

Photo: Promedia press service

The Poznań Fair Supports Exhibitors

The Poznań International Fair is engaging in events which publicize exhibition marketing. The conference, EXPO MARKETING, which took place at the Warsaw Business Centre Club on 12 October is just one example. It was the first ever training and conference event dedicated to exhibition marketing and sales. Nearly 70 companies from various sectors participated in the event, including 30 exhibitors which had been invited by the MTP, companies which have been interested in raising their competence regarding efficient participation in the fair.

The Poznań fair was the main partner of the conference while the Polish Chamber of Exhibition Industry was its honorary patron.

Setting out clear sales and marketing targets is a basis for achieving desired results during and after an event. During his training, Jerzy Osika, President of Promedia Publishing which organized the conference Expo Marketing, presented the secrets of gaining new clients during the fair. The training participants learned how important it is to maintain the connection between a brand and how it is presented at its stands. They also discovered how to use visual merchandising and sensory marketing rules in order to create a salefriendly atmosphere. In addition, they had the chance to encounter Neuromarketing in order to help create effective information and promotion materials. The training also featured a part focusing on the quality of servicing clients during events and maintaining relationships afterwards. During breaks, the participants could take advantage

of free counseling provided by experts and establish new business contacts with other participants.

Aside from its space, the contemporary Poznań International Fair offers great infrastructure and professional services which are necessary to organize fairs, exhibitions, congresses and other events.

We are entrepreneurs’ partner helping to fulfill their needs regarding promotion and communication. We are also a friend with a head full of ideas and solutions on how to support business in specific sectors of the economy.

“I believe the awareness of exhibition marketing significance will keep growing. Companies are more and more thorough at planning their participation in fairs specifying their objectives in a detailed way. As the organizer of fairs, congresses and exhibitions, our job is to help them fulfill their objectives. The Poznań International Fair supports business and marketing initiatives of its exhibitors, offers a wide range of promotion tools which help to reach the media and potential contractors, provides counseling regarding the best way consistent with the company’s strategy of taking part in the fair. The fair staff are always ready to provide assistance in making decisions to reach the goals. We offer unique matchmaking services and the program Hosted Buyers which combines future cooperatives and investors with exhibitors. A program called SMART-WAY which is supposed to support start-up companies is our latest invention,” says Przemysław Trawa, President of the Board of the MTP.

Public Exhibition Priority – Exhibitors Protected After the amendment of the Industrial Property Rights Act, companies which decide to showcase innovative solutions and prototypes should feel safe as long as they comply with formalities connected with obtaining the certificate of exhibition priority.

At the request of the parties concerned, the Poznań International Fair issues such a certificate which entitles the exhibitor to receive the protection right for the utility model within Poland or the right of industrial registration for the design presented at a fair which is considered to be a public exhibition with a priority prerogative under the notice of the President of the Polish Patent Office.

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The exhibition right of priority may serve as a basis for claiming priority solely within Poland. Regarding inventions, there is a possibility to apply for a right of patent priority in case an invention was showcased at an official international exhibition or an exhibition considered official under the Convention on International Exhibitions of 22 November 1928 (Journal of Laws of 1994, No. 56, items 232 and 233). All detailed information is available during the fair at the Consultation Point operated

by Poznań-based, Patent Agency Elżbieta Piątkowska. This is also where you can file your application.

NEWS

Silver, patinated and decorated with elegant blue jewelry enamel was the obverse of the 17th Maciej Frankiewicz PKO Poznań Marathon medal.

The reverse has traditionally been devoted to important events in the history of the Wielkopolska region. This year it featured the 95th anniversary of the Poznań International Fair, the pride of Wielkopolska inhabitants, which has gathered the largest buyers and entrepreneurs from around Poland and abroad for nearly a century. The fair’s most recognizable pavilion is its Spire. Resembling a rocket, it is a symbol of Poznań as an international city and Poland’s gate to the outside world.

“As the reverse features a symbol presenting the history of the marathon and its participants, we hope this year’s medal will be a unique trophy for every single runner. The Spire is a place where the marathon runners finish their race. A few meters further the Poznań Sport Expo takes place,” says Marathon Director, Łukasz Miadziołko.

Today, the Poznań International Fair is not only a place for trade exchanges. Its modernized facilities house a myriad of cultural events including exhibitions, concerts and various performances.“Our potential lies in modern infrastructure and experience, but, above all, in our dynamic, innovative, imaginative, creative and competent staff,” emphasizes Przemysław Trawa, President of the Board of the Poznań International Fair.

Photo: 17th PKO Poznań Marathon press service

95th Anniversary of MTP Featured on the Reverse Side of the Marathon Medal

The 15th International H. Wieniawski Violin Competition Made History

1st PRIZE, EUR 30 thousand, Veriko TCHUMBURIDZE, Georgia/Turkey (NO. 44) 2nd PRIZE ex aequo, EUR 20 thousand, Bomsori KIM, South Korea (NO. 14) 2nd PRIZE ex aequo, EUR 20 thousand, Seiji OKAMOTO, Japan (NO. 33) 4th PRIZE, EUR 10 thousand, Luke HSU, USA (NO. 12) 5th PRIZE, EUR 10 thousand, Richard LIN, Taiwan/USA (NO. 23) 6th PRIZE, EUR 5 thousand, Maria WŁOSZCZOWSKA, Poland (NO. 47) 7th PRIZE, EUR 5 thousand, Ryosuke SUHO, Japan (NO. 42)

Photo: RR Studio

Veriko Tchumburidze, representing Georgia/Turkey, was the winner of the 15th International Henryk Wieniawski Violin Competition.

Her performance of Wieniawski’s pieces proved to be the best in the opinion of both the judges and the audience. One of the world’s most prestigious violin competitions finished with a Concert of Laureates on Sunday, 23 October, a day after this year’s laureates were named.

Chaired by Maxim Venegerow, the judges distributed the prizes as follows:

Veriko Tchumburidze, Laureate of the 15th International Henryk Wieniawski Violin Competition.

The Henryk Wieniawski Music Society is the organizer of the competition which has been held in Poznań every five years ever since 1952. The Poznań International Fair was the main sponsor for the event.

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NEWS

The Poznań Fair Now Runs a Nursery

Photo: MTP press service

On 3October the Poznań International Fair opened its nursery “Targuś”. In cooperation with the Family Poznań Foundation and the city of Poznań, the MTP applied for funds under the Wielkopolska Regional Operation Program (WRPO), measure 6.4 (sub-measure 6.4.1) “Supporting employment of people excluded from the labor market due to taking care of children”. The initiative is aimed at activating people who cannot work due to there being no child care available for children between 20 months and 3 years old. Our new nursery offers care for up to 26 children, 10 hours per day.

The nursery is operated by the Family Poznań Foundation.

The project “Żłobek Fundacji Familijny Poznań na Międzynarodowych Targach Poznańskich (The Nursery of the Family Poznań Foundation at the Poznań International Fair)” no. RPWP.06.04.01-30-018/15 is carried out under the Wielkopolska Regional Operational Fund for the years 2014-2020 (WRPO 2014+) funded by the European Social Fund.

A Souvenir from the Fair Tees, caps, wrist bands –all of these and more from your favorite fairs can be purchased online from the MTP store. It’s quick, simple and you don’t need to stand in line!

Visit the store at www.sklep.mtp.pl.

It offers a chance to search by event making it possible to see what each has to offer. Sales kicked off during the PGA this year. Gramy Grubo t-shirts and Rybomania’s caps have been highly popular.

You’re invited to check out the inventory today! We are steadily expanding the range of goods available.

Export is Still the Main Drive for the Economy Despite the changes regarding the geopolitical situation in the world and the trade boundaries with the East, Polish export is still on the rise thus boosting our economy. In the first threequarters of this year, Polish export saw a 5.8% rise to PLN 586.3 billion, according to the Central Statistical Office (GUS).

Poland has a trade exchange surplus. At the same time, import rose more slowly, by 3.9% up to PLN 568.4 billion.

A vast majority of Polish exports reach European Union countries. This is where we sold 6.1% more goods and services compared to 2015 (PLN 467.7 billion). The positive balance reached PLN 119.9 billion, thus marking higher than the year before (PLN 112.9 billion).

Germany still remains Poland’s main business partner. From January to September we sold our neighbors 6.8% more products than at the same time in 2015 (PLN 160.6 billion). For the same period we imported 8% more from Germany, yet we still noted a surplus. “The exchange finished with a positive balance of PLN 26.3 billion (compared to PLN 26 billion the

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year before). The total share of Germany in the yearly trade turnover increased in terms of export by 0.3% points up to 27.4% and in terms of import by 0.9% points up to 23.6%,” according to the GUS. Russia is slipping down further in the ranking of Polish recipients. It now ranks eighth place in our export trade partners, compared to seventh last year. Our sales to Russia were higher by 5% (PLN 16.7 billion); however, it still rose more slowly compared to other countries. This is a result of trade barriers for particular sectors of Polish goods. Despite this, Polish exporters are continually searching for new target markets, including those outside Europe more and more often. Russia continues to be the third supplier of goods to Poland although import from Russia over the first three-quarters of this year dropped by 20.7%, reaching PLN 32.9 billion. As far as the East is concerned, we mostly import fuels and raw materials.

Source:www.subcontracting.pl

POZNAŃ fair Magazine / 9

Photo: MTP press service

FAMOUS PERSONALITIES AT THE FAIR

Author of the exhibition, Elżbieta Orhon-Lerczak, with one of her photos in the background depicting JOLANTA KWAŚNIEWSKA visiting the Fashion Fair in 2001 accompanied by EWA MINGE

Let the Faces do the Talking An Anniversary Photo Exhibition The Poznań International Fair has hosted famous personalities of culture, sports and politics from nearly the beginning of its operation. As part of the 95th anniversary celebrations, from 25 October to 4 December 2016 the MTP housed an exhibition of photos taken by Elżbieta Orhon-Lerczak at the Poznań Fair between 1986 and 2003.

Great Fashion Magician, JERZY „ANTOŚ” ANTKOWIAK Fashion Fair 2001

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Photo: Elżbieta Orhon-Lerczak

The exhibition featured 47 color photographs, just a drop in the bucket as part of thousands of analogue, black-andwhite and digital photos. How to select the best shots from so many?

You’re invited to embark on a brief historical journey told by snapshots taken of some of the most prominent faces to have visited the fair done without any retouching or Photoshop.

Photo: Elżbieta Orhon-Lerczak

Photo: Elżbieta Orhon-Lerczak

FAMOUS PERSONALITIES AT THE FAIR

Photo: Elżbieta Orhon-Lerczak

PIERRE CARDIN (on the right) – fashion designer, Fashion Fair – SPRING 1998

Photo: Elżbieta Orhon-Lerczak

GRAŻYNA HASE JUBILEE – Fashion Fair, March 2003

Photo: Elżbieta Orhon-Lerczak

“Time is money”… GRZEGORZ KOŁODKO with President of the MTP, STANISŁAW LASKOWSKI – MTP Press Conference 67, June 1995

GARY KARR – world-famous double bassist (Fair Concerts at the UAM Auditorium – 1997)

Photo: Elżbieta Orhon-Lerczak

Photo: Elżbieta Orhon-Lerczak

XYMENA ZANIEWSKA – considered the founder of Polish Scenography.

She visited every FASHION FAIR

GREAT DUKE OF LUXEMBRUG, HENRYK BURBON - 1996

Scan the QR code and read more about the exhibition EWA BRAUN (Oscar winner for her interior decorations for Steven Spielberg’s Schindler’s List in 1994) accompanied by ALICJA REISCH-MODLIŃSKA – FASHION FAIR, March 2003 POZNAŃ fair Magazine / 11

FAMOUS PERSONALITIES AT THE FAIR

Appearances at the Fair Different fair events are willingly participated in by outstanding guests including politicians, scientists, writers, fashion and industrial designers, famous sports people, artists, stars, TV personalities and celebrities.

The fall edition of the Poznań Fashion Fair featured the 6th Polish Fashion Gala and the first historic presentation of the Golden Loop. It went to Gosia Baczyńska as the Best Polish Designer. Gosia Baczyńska designs outfits for famous Poles and is the only one moving on to present her designs during the Paris Fashion Week

Minister of Agriculture and Rural Development, Krzysztof Jurgiel, was a guest at POLAGRA FOOD. The minister participated in the fair’s opening ceremony and got familiar with the exposition. “The fair is an overview of the year-round work of farmers, food processing companies and machine manufacturers. Here you can see, as if through a telescope, what is happening all over the country. Congratulations on yet another successful event. Thank you for your great work,” said Krzysztof Jurgiel 12 / POZNAŃ fair Magazine

Deputy Prime Minister and Minister of Development, Mateusz Morawiecki, visited the Polish Furniture Congress “Polish Furniture – Competitive Poland” taking place during the FURNICA and SOFAB fairs. He also visited the exposition of the International Trade Fair of Machines and Tools for Wood and Furniture Industries DREMA. “The furniture industry is a great success of Poland. We are the world’s sixth exporter and holder of third place in Europe after Italy and Germany. In two years we will have the chance to become Europe’s number one. This is our aim. We want Polish furniture to be exported worldwide with the “Made in Poland” tag. The tag which proves its superb design and quality,” said Mateusz Morawiecki at the MTP

His Eminence Ambassador Extraordinary and Plenipotentiary of the Republic of India in Poland, Ajay Bisaria, in the company of Minister for Industry and Economy of the Karnataka State Government, R. V. Deshpande, (and other delegates from the State of Karnataka, Republic of India) visited the POL-ECO-SYSTEM fair. A Letter of Intent for economic cooperation between the Wielkopolska region and the Indian State of Karnataka was signed at the fair

FAMOUS PERSONALITIES AT THE FAIR

The POL-ECO-SYSTEM fair was visited by Sławomir Mazurek, the Under-Secretary of State in the Ministry of Environment

Rafał Brzoska

The last day of the Poznań Game Arena saw the best 30 Polish cosplayers on the Twitch stage. Their performances attracted crowds who gathered not only at the stage, but also in front of monitors to watch it streaming live. President of Poznań, Jacek Jaśkowiak, personally handed out the award for best outfit

prof. Rafał Ohme

Paweł Tkaczyk

Participants of the Golden Marketing Conference got to hear from the best marketing specialists. The Golden Marketing Conference gathered the most interesting marketers, psychologists, charismatic and humorous speakers including expert in the field of emotions and pioneer of consumer neuroscience, Professor Rafał Ohme, business coach and psychologist, Mateusz Grzesiak, storytelling propagator, Paweł Tkaczyk, strategist for brands including personal branding and expert on successful communication, Joanna Janowicz, as well as creator of modern post and courier services, Rafał Brzoska POZNAŃ fair Magazine / 13

PHOTOS

An Unforgettable 95th Birthday Fifteen hundred people participated in the Gala 9.5 Zmysły i żywioły (Gala 9.5 Senses and Elements) held on 26 October in the brand-new restaurant Garden CITY and the Earth Hall to celebrate the 95th anniversary of the Poznań International Fair. That night will be remembered for a long time!

The Official Aspect The Board of the Poznań International Fair welcomed prominent guests from Poland, abroad and its own Poznanians. In their speech, MTP’s CEO Przemysław Trawa and deputy CEO Tomasz Kobierski expressed their gratitude to the guests who had accepted their invitation to celebrate the company’s anniversary.

They also spoke about Poznanianship, innovations, ideas which have influenced the Fair’s identity since its beginning in1921 and meetings which have come to define the essence of the company. The economic significance of the MTP was emphasized by the addresses of special guests including the President of Poznań, Jacek Jaśkowiak, Secretary of State in the Ministry of Foreign Affairs, Konrad Szymański, and Undersecretary of State in the Ministry of Development, Tadeusz Kościński.

Siergiey Aleexev, president of the Global Association of the Exhibition Industry (UFI), spoke about the position of the Poznań International Fair among European exhibition organizers.

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The night was hosted by MTP Marketing Director, Iwona Kasprzak-Ciesielska, and TV presenter, Tomasz Wolny.

PHOTOS

The Concert Aspect The concert Poznanianki, prepared especially for the 95th anniversary of the MTP, was the most awaited for part of the evening. The Earth Hall stage, having been arranged in a stadium -style position for the first time, hosted seven gifted vocalists. Aga Czyż, Ewa Jach, Kasia Klich, Ewa Nawrot, Marta Podulka, Kasia Rościńska, and Kasia Wilk (featuring Lidia Leitgeber and Daniel Moszczyński) performed eight Polish hits to a new beat under the artistic supervision of Jacek Piskorz. The pieces included Daj mi tę noc, Kiedyś cię znajdę, Samba przed rozstaniem, Papierowy księżyc, Dzień dobry kocham cię, Ślepa miłość, Lepszy model and Tyle słońca w całym mieście.The soloists chose pieces which were originally made by artists associated with Poznań, namely Anna Jantar, Fire Room

Hanna Banaszak, and the band Strachy na Lachy. The performance was broadcast live on TVP Poznań and the unique repertoire was launched on a jubilee edition CD Poznanianki.

The Social Aspect There was a social aspect to the Poznań Fair anniversary. Instead of flowers and presents, the Poznań International Fair encouraged its business clients to support the Association Dzieciaki Chojraki operating within the Pediatric, Oncology, Hematology and Transplantology Clinic at the Poznań Medical University under the supervision of Professor Jacek Wachowiak. Among the donors were Jan Szynaka, CEO of Szynaka Meble, and his wife, Anna Szynaka, who supplied the association with a furniture voucher for the hospital department upon its completion which will be finished at a later date.

What comes to your mind when you think of the Poznań Fair?

This is the question we asked guests at Gala 9.5 Zmysły i żywioły.

Some of the answers were quite surprising!

Find out what people associated with the MTP – Scan the QR code

Water Room

Sand Room

Air Room

Crystal Room

Each room housed a different performance ranging from ballet dancing in the Air Room, to drummers and capoeira in the Sand Room, modern dance in the Water Room, a magician and ice queens in the Crystal Room, to break dancing in the Fire Room POZNAŃ fair Magazine / 15

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fotor PHOTOS elacja

Konrad Szymański

Jacek Jaśkowiak

Siergiey Aleexev

Tadeusz Kościński

Many prominent guests from Poland and abroad participated in the Gala.

They included, among others, Konrad Szymański (Secretary of State at the Ministry of Foreign Affairs), Tadeusz Kościński (Under-Secretary of State at the Ministry of Development), and Sergiey Aleexev (President of the UFI, one of the most important exhibition organizations). Among the guests were also representatives of regional and city authorities headed by the President of Poznań, Jacek Jaśkowiak

The Board of the MTP welcomed the guests:(from the left) Deputy President of the Board, Tomasz Kobierski and President of the Board, Przemysław Trawa

The guests gathered at Gala 9.5 helped support the association Dzieciaki Chojraki, collecting money for a new wing at the pediatric oncology hospital

See the video coverage of Gala 9.5 – scan the QR code For the first time ever, the Earth Hall was arranged in stadium-style seating 16 / POZNAŃ fair Magazine

PHOTOS

On the occasion of the jubilee Poznań International Fair launched a special CD „Poznanianki” with all the songs performed during the Gala 9.5 Aga Czyż

Kasia Wilk

Ewa Nawrot

Kasia Klich

Ewa Jach

Kasia Rościńska

Marta Podulka

Jacek Piskorz

Poznanianki was created by seven female artists: Aga Czyż, EwaJach, Kasia Klich, Ewa Nawrot, Marta Podulka, Kasia Rościńska and Kasia Wilk, who performed eight Polish hits to a new beat under the artistic supervision of Jacek Piskorz POZNAŃ fair Magazine / 17

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MARKETING

Neuromarketing Pesonalization Innovation Inspirations from the Golden Marketing Conference Did you know that nearly 50% of all Polish internet users block pop-up ads online? That number proves just how tired internet users are of the advertisements barraging them, advertisements which are mostly annoying and irritating. Marketing must be more human-friendly in order to be effective. What that means and how to carry out modern marketing were two issues tackled at the Golden Marketing Conference in Poznań.

The conference, held under the slogan “BE MORE HUMAN”, dealt with becoming more human-friendly regarding relations with clients and marketing campaigns. What does that mean? PERSONALIZE your ad and message! How to go about it effectively? That topic was discussed by interesting, charismatic and humorous personalities in the field of marketing and psychology. The stage hosted 13 experts in their field including the likes of Professor Rafał Ohme, Rafał Brzoska, Mateusz Grzesiak, Paweł Grzesiak, Paweł Tkaczyk and Joanna Janowicz. The two-day conference provided a great dose of know-how concerning effective communication. It was additionally accompanied by practical trainings and a debate hosted by BRIEF Editor-in-chief, Grzegorz Kiszluk, and the Golden Marketing Expo.

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Personalization in marketing – What’s that all about?

Personalization within marketing is not possible without the proper software to automate marketing processes. It starts with collecting data about potential customers, their actions online and on mobile devices, and other data reaching far beyond what the customers declare. It is much more difficult to implement personalization processes than other standard marketing actions. However, it does guarantee better results. Marketing automation tools lead to building a real company’s value and boosting sales efficiency through various channels all at the same time. By using automated tools, marketing departments are capable of assessing how efficient certain schemes

MARKETING

and messages are. They are able to see what income they generate and either eliminate those which are not effective or optimize those which offer greater potential. Personalization moves the Marketing Department to a completely new level, which has been unavailable till now.

We are all emo-sapiens The human genome was decoded in the 20th century. Today, the world is concentrated on exploring the brain and neuroscience is at the forefront of these undertakings. Taking advantage of modern neuro-imaging technologies, it is able to discover the real Why is nature of human Neuromarketing beings and the the future? power of emoScan the tions. Paradoxically, QR code however, this technocratic research shows how to reach our souls. The role of emotions, which always come before thinking and drive our actions, is the greatest discovery of neuroscience.

“The brain has not been created for thinking. It was created for feeling,” said Rafał Ohme. His talk at the Golden Marketing Conference was a real mind opener for all those looking to make their trademarks more outstanding and unique.

Get to know your clients to create their needs Who are our clients? This is the most important question that everyone involved in marketing needs to be familiar with. Knowing your client is the key to increasing your market share. Personalizing your message is the tool which is getting more and more popular, yet only the best players know how to relate with their clients thus boosting their sales by several dozen percent.

“Each brand creator strives for the love-brand effect. However, not everyone is successful. All that is the result of masses of information we are being bombarded with,” said Rafał Brzoska in Poznań. The founder of Integer and InPost emphasized the fact that the Polish market is more difficult than other European markets. As many as 56% of Poles who do their shopping online use ad-blocking software. Compared to other European countries it is really a lot. We are followed by Greeks (51%) and Germans (39%). The use of ad-blocking software rises by 90% per year. Therefore, more than half of messages do not reach the target customer. This leads entrepreneurs to use some ‘out-ofthe-box’ solutions for branding their products.

Rafał Brzoska gave three companies which reached the highest level of personalizing their messages - Netflix, Amazon and, obviously, InPost. In terms of Netflix, personalization processes and client observation start immediately on the homepage. After a few visits to Netflix, the homepage is 70% personalized on the basis on reviews, descriptions you read and what selections you made. “Data analysis is the key to predicting customer needs. Service providers will soon create our needs on the basis on analyzing the choices we have made,” says Rafał Brzoska.

Being the world’s topselling online company, How to stand Amazon offers a pioneer out among solution based on how your the client navigates competition?

Scan the around the website.

QR code After a few visits to Amazon.com, clients are suggested specific items matched to their choices. As observed through upselling techniques, this proves to be the best way of boosting sales. Clients are more willing to buy products if they are addressed by their names (56%), if they are recommended products on the basis of their order history (58%) and if the seller simply knows their shopping history (65%).

Constant market analysis, including foreign operators, got InPost to develop a new service introducing the idea of package machines.

“As far as shopping online is concerned, the most sensitive issues involve the return and the shipping of goods free of charge, multiple shipping means and the time of delivery. How happy the client is with these elements influences upon the client returning to a particular website.

Moreover, sales improve thanks to simplifying and speeding up

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MARKETING

customer services. And last but not least, the website must be compatible with mobile technologies. Many customers will give up on shopping if there is something wrong with their shopping baskets,” says Rafał Brzoska.

He summed up his lecture with a statement that e-commerce personaliWhere zation is a complex process is marketing of getting rid of barriers headed? separating client and seller.

Scan the It is worth remembering QR code these when offering online shopping.

A brand must arouse emotion Marketing is developing in two directions. The first concerns the ongoing automation of analyzing loads of data. We already have algorithms and automatic software which support us in carrying out marketing schemes and purchasing advertisement. The other concerns the human aspect. We are fed up with heartless adverts surrounding us everywhere. Showing some personal touch makes the difference between a good advert and an outstanding one, a superb brand and excellent marketing. It is important that an ad features some sort of emotional story. The more emotional it is, the more emotion it imprints onto the product itself making the message more memorable.

How to create inter-generational marketing The city streets of today are comprised of people born in the 1950s, baby boomers, and 20 years younger representing the generations X and Y. The former X’s hardly, if at all, remember the abolition of Communism and the latter Y’s are out searching for Pokémons. Each of these groups is characterized by a distinctive personality, follows a unique hierarchy of values from which are derived specific purWhat is chase decision-making influencer strategies. Each also marketing? communicates in a differ- Scan the QR code ent language and defines the world in different ways. If a marketer can

use an adequate story typical of each of these groups and provide them their real needs by means of a proper language and argument, then they will be convinced to buy a product.

How to talk to the youth?

How to build “It is necessary to reformulate a strong the way of thinking concernpersonal ing traditional marketing brand? and traditional advertising Scan the means. In fact, they should be QR code gotten rid of as young people, between 18 and 24, should be spoken to in different ways, preferably, through so-called digital influencers,” said Kamil Bolek. Influencers are people popular online and who engage the society. For customers they are more trustworthy than classic celebrities. Research shows that customers are really involved in the message from an influencer even if it includes a specific service, product and a marketing campaign. Such action leads to brand awareness, engagement and, in the end, the sale.

Today, influencers can be divided into various categories and their potential can be taken advantage of depending on the objectives. It is possible to influence brand awareness and build up engagement around it.

The range of possibilities is enormous; therefore, the cost of a marketing campaign involving an influencer varies from a few hundred to several thousand złoty.

You are your brand!

It was relatively not long ago that personal branding appeared in Poland from America. Relations are the most precious business asset and personal branding favors their development and strength. Regardless of what we do, what profession we have or what we sell, personal branding is what attracts clients to us and not the others. Personal branding is the main factor in why we decide to use a certain product or service, even if there are comparable alternatives in terms of both functionality and price. In such situations personal branding provides added value like the cherry on top. However, it is impossible to build a strong personal brand which is recognizable, interesting, fascinating, inspiring and attention grabbing for years to come instantly. At the conference, Joanna Janowicz spoke about discovering the significance of a personal branding and how to develop it further.

Would you like to be part of Golden Marketing Conference, please contact us: Bartosz Zeidler, tel. +48 61 869 22 02, e-mail: bartosz.zeidler@mtp.pl 22 / POZNAŃ fair Magazine

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CONTESTS AND AWARDS AT THE FAIR

The Gold Medal: an award that matters The Gold Medal is not only an award but a promotion strategy which starts at the Poznań International Fair.

Since 2012, the strength of the MTP Gold Medal, the MTP Gold Medal – Consumer’s Choice and the competition for them has increased year after year. The contest is an acknowledgment of innovation, creativity and modernity. The competition may be entered by registering products and services which are to be exhibited at the fair and which stand out among the competition for their quality, technology and

utility, thus being leading models for other products.

Nearly 500 products are registered for the Gold Medal of the Poznań International Fair competition every year. 2016 alone saw 444 applications, including 346 which have already been awarded with the Gold Medal.

Since 2010, 2,500 products have been awarded with the Gold Medal.

The products are assessed in two stages.

- The analysis shows it is worth coming to the fair and proves that the MTP Gold Medal is more often becoming an action motivator. It is an opportunity to present our non-standard products which stand out among their competition, claims Michał Byrski, Sales Manager of Kärcher Ltd., a laureate of the Gold Medal at TTM 2016

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CONTESTS AND AWARDS AT THE FAIR - These days you need to keep observing the market searching for new possibilities. Therefore, the company concentrates on the latest technology and highest quality. We are open to innovations. Every single award is a great distinction which motivates us to work harder, especially when we take into consideration the satisfaction of crowds of consumers at home and abroad, says Dariusz Szapiński, President of the Board of Mlekovita in an interview for MTP TV, a winner of nine Gold Medals at Polagra Food 2016.

The first is concluded upon the verdicts given by the Competition Court experts, thus beginning the second stage, the Gold Medal –Consumer’s Choice, in which the decision is left to visitors and internet users. There are three possibilities to vote: during the fair at speciallylabeled Champion Zones, by leaving your votes with mobile promoters and via the website even up to a month after the fair has ended.

The MTP Gold Medal is a recognizable award. Its laureates are proud to display their prestigious award granted by the Poznań International Fair not only in trophy cases, but also by using the logo in many different ways. The Poznań Fair award offers a great opportunity to promote innovative products and its laureates are willing to do so. Why is that so? “The MTP Gold Medal is a confirmation of perfection and, consequently, an element promoting a product on the market. Polish export is breaking records and our companies are winning new foreign markets. Foreign partners thoroughly check how credible Polish suppliers are and what quality products they offer.

Apart from the recognition of specific product features, the Gold Medal and the Gold Medal–Consumer’s Choice are a certification of a product producer,” explains Jerzy Wonka, President of the Board of InfoCredit Service, a partner of the Exhibitor Zone and Business Leverage portals.

STATISTICS and RESEARCH According to the research carried out by TNS Poland, the Gold Medal and the Gold Medal–Consumer’s Choice are both successful tools at strengthening the laureates’ brands and trademarks.

More than a half of those surveyed are aware that the Gold Medal is a symbol representing quality of both products and services available on the Polish market which has been confirmed by experts in corresponding fields. More than 59% consider the Gold Medal –Consumer’s Choice logo to be an important element when making purchase decisions.

Similar opinions come from representatives of companies which have already won the Gold Medal and the Gold Medal–Consumer’s Choice. 95% think of it as a branding complementary tool supporting the product’s prestige as well as an instrument for building trust and credibility with their business partners.

Prepared by: Karolina Olech

- This award is undoubtedly a confirmation of credibility for our product on the Polish market. It is a great symbol which we can use during business talks with our clients or while introducing the product on the market, says Marcin Stróżyński, President of the Board of Ambient – System Ltd., a winner of the Gold Medal at Securex 2016

What can the Gold Medal offer your product?

• an acknowledgment of perfection,a promotional means on the market, a quality guarantee, • a sales-boosting factor, • an additional market recommendation.

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CONTESTS AND AWARDS AT THE FAIR

THE GOLD MEDAL: STEP BY STEP If your product stands out from the competition and you are planning to exhibit it at the Poznań International Fair, please go to www.zlotymedal.mtp.pl to find more details and submit your application What comes next?

Prior to the fair A professional team of competition judges bestows awards on products which are innovative, functional, are characterized by superb quality and superior design. Exhibitors are informed about the results once the judges conclude their decision making process, thus giving the exhibitor extra time to prepare a marketing campaign for the awarded item.

Next is an intensive promotional campaign for the award’s laureates by means of various websites, professional magazines, commercials, TV broadcasts and MTP magazines as well as outdoor advertisements.

Prior to and during the fair The Gold Medal–Consumer’s Choice competition kicks off during the fair. Internet users cast their votes online at www.zlotymedal.mtp.pl while visitors at the fair do the same. This way the consumers choose the best products out of those selected by the experts.

During the fair Interactive presentations featuring the winners are given at the Champion Zones and by mobile promoters which boosts chances to reach clients and customers.

The prestigious Gold Medal statuettes are given to the laureates at the solemn Gold Medal Award Presentation.

During and after the fair Making use of the Medalist Package the laureates carry out their promotional campaigns. The package consists of a complete set of promotional materials which includes: the MTP Gold Medal statuette and certificate, logo and logo book, advert template promoting the laureate, an A4 stand with the Gold Medal logo, a large-sized sticker with the Gold Medal logo which easily identifies the awarded product, photos and a movie from the Gala.

After the fair The Gold Medal–Consumer’s Choice voting continues 30 days after the fair has come to an end. Internet users continue to have a chance to choose a product which they consider the best.

The competition laureates receive a prestigious statuette which is presented to them during the Gold Medal-Consumer’s Choice Gala.

The Gold Medal becomes a lasting part of the product’s promotional strategy.

- This year we presented our latest collection. Two lines of our furniture handles received the Gold Medal award; no wonder our exhibition stand was very eye-catching, explains Joanna Repko, Marketing Specialist of GTV, a winner of two Gold Medals at the International Trade Fair of Furniture Components Furnica 2016 26 / POZNAŃ fair Magazine

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DRESS CODE

Smart Casual Collections

by Polish Brands An active lifestyle has inspired Polish brand designers to develop collections combining elegance and sporty comfort. The Polish Fashion campaign shows how to look good at work and at official meetings. In the last issue we presented business and cocktail collections; now it’s time to take it easy.

In a photo session, the Polish Fashion Ambassadors were styled as if to be fashion designers discussing details of a new collection.

Mister Poland, a. k. a. Rafał Maślak, and four Polish women who won the national casting: Agnieszka Basińska, Katarzyna Fornalkiewicz, Alicja Chrząszcz and Martyna Chmielewska, show what cuts and shapes suit always-in-a-hurry business persons.

The photo shoot was participated in by the following brands: SU, Marselini, EZURI, Sun of Gaba, SEYES, KASTOR, Sempre, High Fashion, Lanieri Fashion, Paola Collection and SENSO. Sebastian Zieliński took control of the camera as Rafał Orłowicz created the styles. The photo shoot took place in the Balma showroom, a leading producer of quality office furniture in Poland.

From the left: Katarzyna Fornalkiewicz (dress by SU), Agnieszka Basińska (dress by Marselini, jacket by EZURI) 28 / POZNAŃ fair Magazine

DRESS CODE

From the left: Alicja Chrząszcz (dress by High Fashion), Rafał Maślak (shirt by KASTOR)

From the left: Rafał Maślak (sweater by Lanieri Fashion, shirt by KASTOR), Agnieszka Basińska (overalls by Paola Collection), Katarzyna Fornalkiewicz (jacket and shirt by SENSO), Martyna Chmielewska (jacket by EZURI)

From the left: Martyna Chmielewska (sweater by Sun of Gaba, jewelry by SEYES), Katarzyna Fornalkiewicz (blouse by EZURI, jewelry by SEYES), Rafał Maślak (shirt by KASTOR, chinos by Sempre), Alicja Chrząszcz (dress by High Fashion)

For casual versions of the office-man look, it is recommended to wear classical sweaters, chinos and T-shirts of various cuts and materials. Women’s collections include lacy shirts, jackets of various lengths and textures, pencil dresses, oversize sweaters and even overalls. The smart casual style means more freedom than classical elegance so there is more leeway regarding the

About the Polish Fashion project The Polish Fashion Project was started in mid-2014 by Polish producers who, in a joint effort, wanted to prove the potential of the Polish fashion industry to domestic and foreign customers alike.

The Poznań International Fair, being the most seasoned in arranging events for the fashion industry in Poland, was commissioned to carry out the organizational and marketing activities.

The project’s main goal was to promote different brands under a common Polish Fashion insignia. Companies that apply for the use of the logo have to prove their production is based entirely in Poland and comply with design regulations and requirements.

The brands which earn the privilege of using the sign can be found in stores thanks to a special tag displaying the project’s logo.

At www.polishfashion.info, one can find a list of brands and search for boutiques and showrooms where these exclusive Polish products are sold.

The initiative has been positively received by both the media and

selection of accessories accenting one’s personality. It is also worth paying attention to footwear. We recommend colorful shoes for men. For women, comfortable flats, high-heels and shoes in beige shades are recommended in order not to contrast with jewelry elements which include ceramic elements, leather straps and stylish chains.

www.polishfashion.info show business. From 2015 to 2016 the project’s Ambassador was Mr. Poland, Rafał Maślak. In 2016 four women Ambassadors were also chosen during a national casting: Katarzyna Fornalkiewicz (Międzychód), Agnieszka Basińska (Paczkowo), Alicja Chrząszcz (Poznań) and Martyna Chmielewska (Poznań). Rafał Maślak and his female counterparts likewise appeared strutting their stuff on the catwalk during the Poznań Fashion Fair, the most important event for the industry in Poland.

The Polish Fashion project was also created for domestic and foreign clothes and shoe shop owners who, according to the research done by the MTP, are interested in beginning business contacts with Polish producers. It is wonderful that the Polish Fashion ambassadors are to take part in the Poznań Fashion Fair (to be held 27 February-1 March 2017), in addition to contractual meetings abroad. During the previous business events, Polish companies have presented their latest collections in Vilnius and Prague.

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SERVICES

Cavaliada: Built on Sand On the technical side of a unique event held in Kołobrzeg, Cavaliada Summer Jumping, with Zbigniew Józefiok, the Technical Director of IDEAEXPO.MTP:

The venues are not the same, of course. The latest edition of Cavaliada was held on the Kołobrzeg beach. It went down in history as Europe’s first (second after Miami) equestrian event arranged in such a setting. For the benefit of the audience, participants and horse lovers, all the entertainment was topped off with an additional element, the atmosphere which consisted of one of the most beautiful beaches in Poland. Having experienced several editions of Cavaliada already, we faced the challenge of preparing a full-size arena, a warm-up arena, a stable for 240 horses, a grandstand for more than 3,000 people, a VIP zone, a catering tent, a room for the judges, a TV tower, a technical and sanitary facility as well as an open area for holidaymakers which we called PIAZZA. I must admit that all Cavaliada participants were impressed by the effect we achieved.

Yes, well, Cavaliada participants and all those beautiful photos prove that Cavaliada Kołobrzeg provided horse enthusiasts with a great experience and a good time. Did everything go as planned? Even the Bible says that you shouldn’t build your house on sand. Can you please tell us what difficulties you needed to tackle while preparing for the event?

We don’t call it a difficulty, we call it a challenge. That was just another challenge we took as the general contractor of technical infrastructure and we succeeded in performing something which, on the surface, seemed unfeasible. Let’s look at the external conditions first of all: high season, a sea resort town with all its limitations, the coast under strict environmental protection and supervision by the Marine Authority, and no roads leading to the beach – these are just some of the issues we needed to deal with. Every person who has at least once been to a beach knows how difficult it is to walk on sand.

We estimate that we needed almost twice as much time to construct this ‘Cavaliada town’ than we normally do for our other constructions. On top of that, the weather had a huge impact on all the work.

That included wind which was much stronger by the sea than in other places and there were generally no windless days. Therefore, each element of the whole structure needed to be well anchored and the construction on the seaside secured from the waves.

Foto: Serwis prasowy MTP

Mr Director, there is probably nothing the other editions of Cavaliada in Poznań, Lublin and Warsaw can surprise the IDEAEXPO.MTP team with. Were you able to use your experience gained from organizing the equestrian competitions indoors and at Warsaw’s Torwar while preparing the outdoor event?

tents, and all the equipment (AV/TV) as well as the riding surface.

Obviously, the competition wasn’t held on sand, but on a specialist surface. Each truck needed a special permit issued by the Marine Authority in order to get to the beach. We outlined the event area together with a surveyor using a GPS device. Then, we began the construction work as scheduled with deliveries being made ‘just in time’. The largest vehicles would come at night so as not to disturb the everyday resort life. It took 9 days from the time we began till the start of the competition, but it was worthwhile! We provided thousands of people with a great experience not only of the sport itself but of the environment as well. At the same time we proved that nothing is impossible.

What, in that case, made that event so successful?

In my opinion there are three factors behind its success. Firstly, our experience from the previous classical editions of Cavaliada which allowed us to prepare the logistics and the technical side of the event.

Secondly, very precise planning and incredibly tight delivery schedules which made it possible for us to work on location as planned. Thirdly, the people - our reliable partners, engaged employees and our visionary bosses. They all describe themselves as #wearecavaliada.

And where will the next non-standard edition of Cavaliada take place?

We don’t really want to share that secret yet, but we’ve been working on the project for years and we have some interesting ideas in mind.

Interviewer: Marzanna Wiśniewska

And how did the construction work go?

One interesting fact is that first we needed to build a road to get to our destination. All vehicles used the road to get to the beach including huge trucks transporting containers, heavy equipment, tribunes, 30 / POZNAŃ fair Magazine

IDEAEXPO.MTP is a technical department of the Poznań International Fair. We have been the General Constructor of CAVALIADA’s Technical Infrastructure for years. www.ideaexpo.pl

Photo: IDEAEXPO.MTP press service

Photo: IDEAEXPO.MTP press service

Photo: Karol Rzeczycki

SERVICES

In order to get to the venue a road was built. All vehicles used it to get to the beach including huge trucks transporting containers, heavy equipment, grandstands, tents, and all the AV/TV equipment as well as the riding surface

Photo: MTP press service

Photo: MTP press service

Photo: Trans-Hall press service

Photo: MTP press service

The construction work starts with outlining the area.

The area for CAVALIADA was outlined together with a surveyor using a GPS device

As far as its scope is concerned Cavaliada Summer Jumping is comparable only to the event held in Miami, Florida. Cavaliada Summer Jumping held in KoĹ‚obrzeg provided horse enthusiasts with a great experience and some great entertainment POZNAĹƒ fair Magazine / 31

Photo: MTP press service

SERVICES

Don’t be afraid to boast How to display awards at a fair stand?

Awards are key elements at a fair and proof the company stands out amidst the competition.

Companies compete in various contests held by the organizer but also by various professional publishers. The moment of presenting the awards is usually quite solemn, in the spotlight and in the company of fanfare. Then, the trophies head to the exhibitor’s stand where they are displayed for several days. What happens next? Do exhibitors always remember that now is the time to act? The sooner we start dialogue with our clients-to-be, the better chance we have to draw in their interest and increase our sales.

Golden products The Gold Medal of the Poznań International Fair, the oldest quality award in Poland, is the most prestigious award for a Polish product to receive. Up until recently the judges would gather on the first day of the fair to in order to present the laureates with the awards on the second or third day. A few years ago, the competition regulations were changed and, now the judges discuss the products in advance and the results are 32 / POZNAŃ fair Magazine

settled prior to the fair so that the list of laureates is already known in advance. These results are then published in the fair’s promotional materials and the exhibitors can, therefore, boast about their success on the opening day of the fair.

Once aware of the results, it is worth putting time into giving your stand the thought in order to find a perfect spot for the recognized product. If it is a big machine, it can simply be placed

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SERVICES

Photo: MTP press service

The Gold Medal logo can also be hung above the product making it visible from afar and hard to miss.

In case of smaller products, one of the best ways is to use labeled platforms, cabinets or pedestals.

in the center, illuminated and labeled. The Gold Medal logo can also be hung above the product (as in the case of John Deere) making it visible from afar and hard to miss. In case of smaller products, one of the best ways is to use labeled platform (as in the case of Prima Power), cabinets (as in the case of Promar) and pedestals (as in the case of MDM).

It is worth informing the public of your success by means of graphics. Large-format prints (this solution was used by Mlekovita), roll-ups (Vemag) and stands (Multivac) which display the products and the Gold Medal logo will definitely do the trick.

Sometimes a display featuring the medal logo is placed on the counter or in a cabinet with other products (as in the case of PINI Polonia). This is a good solution if the counter is next to the aisle and not inside the stand, as every visitor would have the chance to see the product on display. It is not recommended to place the award on the counter separate from the product itself. A visitor may be aware the company offers such a superb product, yet it is hard to find thus losing the desired effect for further promotion 34 / POZNAŃ fair Magazine

and sales. It is also worth making use of the large stickers which are a part of the promotional set received by the laureates of the MTP Gold Medal competition. The stickers may be placed on the floor of the communication route, on stand walls and on the product alone - that should definitely attract visitors’ attention.

Obviously, labeling the product for the fair is just the beginning.

As research shows, Gold Medal laureates are willing to promote their products by taking advantage of the award’s image, a credible recommendation which is important while branding and building trust for their products. After the fair, the Gold Medal logo may appear in company adverts, websites, newsletters, advertising leaflets and on product packaging.

Golden stands A stand which is functional and attention-grabbing is one of the most important factor behind exhibition success. A properlyarranged exposition, coherent with company visions and objectives, will definitely result in both a marketing and business

Photo: MTP press service

SERVICES

success derived from fair participation. Stands which have been optimally prepared to match the marketing strategy have a chance to become awarded with the Acanthus Aureus, a. k. a. the Gold Acanthus.

In case of this award, it is more difficult to plan its position prior to the fair as the award is granted by the Competition Judges on the first day of the fair once the stands have been erected. Before the fair, only their design and company marketing strategy are assessed. If you feel that your stand has a chance of receiving the award, it is worth thinking about it beforehand. Somfy nailed this perfectly planning in advance to place the Gold Acanthus in the ‘electronic heart’ of their stand, i.e. in a glazed cabinet displaying the control module for their Tahoma system.

Should you be completely taken by surprise, the counter, fitted either near the aisle or in the center, should be the most obvious choice to display the trophy (such an arrangement was used by ESSIE, for example).

Prepared by Marzanna Wiśniewska, IDEAEXPO.MTP

The IDEAEXPO.MTP is an integral part of the Poznań International Fair. We specialize in constructing exhibition booths and stands. At every step of the way, we make sure your participation in the fair results in measurable outcomes.

We also offer fully professional and comprehensive event services. www.ideaexpo.pl POZNAŃ fair Magazine / 35

CONGRESSES / EVENTS / CONCERTS

Stars Galore at the Poznań Congress Center Sold-out tickets, standing ovations and world stars – the Poznań Congress Center is an unusually popular venue for concerts, movie and theater premieres, meetings with celebrated science and art figures as well as countless other culture-oriented events. Check out who visited the Poznań Congress Center over the recent months.

Jaromir Nohavica

Photo:Photos of Jacek Mójta

Photo: the collection of the Raczyński Library / Photo by T.Proć

FLUME

FLUME, one of the greatest up-and-coming start of contemporary electronic music, charmed the audience gathered in pavilion 2 of the Poznań International Fair in November. It must be mentioned that EUR1 from each ticket was donated to charity according to the artist’s wish

Kortez

Photo: MTP press service

Photo: MTP press service

Audiofeels

Jaromir Nohavica has for years been among the most popular Czech singers. His pieces vary from poetic pieces and nostalgic ballads to joyful and simple ones.

On 5 November the artist enchanted the audience at the Earth Hall

The band, Audiofeels, took the audience gathered in the Earth Hall on an extraordinary music voyage into the legendary world of rock. During the gig “On The Rocks!” the artists performed the greatest pieces from Led Zeppelin, Queen, Guns’n’Roses, David Bowie and U2

36 / POZNAŃ fair Magazine

Kortez, a composer, vocalist, songwriter, educated pianist and trombonist with a flair for classical music, gave a performance on the Earth Hall stage on 29 October.

The musician alongside his band promoted their latest two-disc concert album which was only available during their shows

Photo: MTP press service

Photo: MTP press service

CONGRESSES / EVENTS / CONCERTS

Photo: MTP press service

The Stand-Up Poland show given in the Earth Hall changed a miserable October night into one full of joy, laughter and applause. Michał Kempa, Antoni Syrek-Dąbrowski, Sebastian Rejent, Cezary Jurkiewicz, Maciek Adamczyk, Wojtek Fiedorczuk, Karol Kopiec, Bartosz Zalewski, Jasiek Borkowski and Darek Gadowski got the audience laughing while Hubert Urbański was the special guest-star of the night

Imany Imany provided those gathered in pavilion 2 of the MTP with an energetic mix of soul, blues and African folk. The charming vocalist from France stole the hearts of the audience with compositions from both her album Shape of a Broken Heart and covers of Queen and the Fugees. The two-hour concert saw three encores and finished with a standing ovation Photo: MTP press service

Hubert Urbański

Moscow City Ballet

Robert Aumann

Gruziński Balet Narodowy „Sukhishvili”

In winter 2016 the Earth Hall hosted the Georgian National Ballet „Sukhishvili.”

The spectacular show will come again to Poznan on February 17, 2017

Photo: MTP press service

Photo: MTP press service

The Earth Hall is perfect for the role of theater and ballet scene. In December, the fans could enjoy the ballet “Swan Lake” performed by the Moscow City Ballet

Nobel Prize laureate in Economic Sciences, Robert Aumann of the Hebrew University of Jerusalem, gave a lecture in the Earth Hall during the 28th European Conference on Operational Research, Europe’s largest conference on operational research.The event, which has been taking place regularly since the mid-1970s, was held in Poland in early-July for the first time ever

Kuba Badach

In early December the Earth Hall hosted the „Dire Straits Symphonic” concert.

On stage performed Kuba Badach, one of the originators of this unique project

If you wish to have your event organized in the Earth Hall or other Poznań Congress Center facility, please contact us: Sabrina Żymierska, tel. +48 61 869 2131, e-mail: sabrina.zymierska@mtp.pl POZNAŃ fair Magazine / 37

CONGRESSES / EVENTS / CONCERTS

A record-breaking year 2016 was again a record-breaker in terms of the number and importance of the conferences held at the Poznań International Fair. Thirteen prestigious events coordinated by the Poznań Congress Center saw more than thirty-four thousand participants from around the world.

Photo: MTP press service

The record list starts with the FDI Annual World Dental Congress which was the largest medical international congress in the history of Poznań. Between 7 and 10 September the event held at the MTP attracted the most remarkable specialists from all areas of dentistry.They took part in scientific events, an exhibition of dental equipment and proceedings of the FDI World Dental Parliament. The World Dental Federation is the oldest and the largest medical-dental organization representing more than a million dentists from around the world and its congress is held in a new place each year. So far it has been held in Hong Kong, Dubai, Mexico, Singapore and New Delhi, amongst others.

The Poznań event gathered sixteen thousand participants.

In September, the most important annual science and education event was attended by cardiologists. During the 20th

The FDI congress was co-organized by the Polish Dental Association, FDI World Dental Federation, EXACTUS and the Poznań International Fair 38 / POZNAŃ fair Magazine

Photo: MTP press service

CONGRESSES / EVENTS / CONCERTS

The IPSA World Congress of Political Science was organized by Mazurkas Travel, the Polish Society of Political Sciences and the city of Poznań

anniversary edition of the Polish Cardiac Society International Congressphysicians were able to become more familiar with scientific research, diagnostic methods and achievements in cardiology over the pastyear. The prestigious event took place on the premises of the Poznań International Fair for the fifth time and attracted around five thousand participants.

Photo: MTP press service

In addition, the 24th IPSA World Congress of Political Science gathered three thousand participants turning Poznań into the world capital of political sciences at the end of July. The prestigious event organized at the MTP was a huge success and it was the first time such an important congress had been held in Central-Eastern Europe.The respected event was possible thanks to joint efforts by the Mazurkas Congress & Conference Management, the city

The 28th conference was organized by the European Association of Operational Research Societies (EURO), the Polish Operational Research Society and the Poznań University of Technology POZNAŃ fair Magazine / 39

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Photo: MTP press service

CONGRESSES / EVENTS / CONCERTS

of Poznań and the Poznań International Fair. While competing for this privilege Poznań won out over eight other European cities.

The capital of the Greater Poland region was chosen thanks to its professional conference facilities, large experience in organizing significant international events, successful university center, and convenient air travel connections.

Another historical event taking place for the first time in Poland was the European Conference on Operational Research EURO 2016.

The event was participated in by over two thousand people from eighty different countries.The four-day-long conference operated by the PCC was held on the premises of the Poznań University of Technology. It involved plenary sessions participated in by the most outstanding world specialists, attractive outings and business meetings. Held at the Earth Hall of the Poznań International Fair, a lecture given by Robert Aumann of the Hebrew University of Jerusalem and laureate of the Nobel Prize in Economic Sciences was one of the most important features of the event.

April also witnessed a gathering of 2,300 participants at the Earth Hall who came for Poland’s largest conference on the Lean Development methodology. The 4th Open Lean Conference lasted three days and consisted of several dozen lectures, practical sessions and professional trainings dedicated to professional development and sharing knowledge.

Another unique congress on the calendar of the PCC featured the TOP MEDICAL TRENDS congress which was held in March and gathered more than three thousand Polish general practitioners. During this 10th anniversary edition physicians got familiar with the latest medical trends, significant achievements and some new recommendations regarding what to do in case of common illnesses.

Prepared by:Karolina Makowska 40 / POZNAŃ fair Magazine

It was the fifth time the MTP had housed the Polish Cardiac Society Congress

CONGRESSES / EVENTS / CONCERTS

Alvaro Soler in Poland with all the vintage musical instruments including guitars and xylophones and lots of drums, Alvaro created his own unique style which combines Latino passion and contemporary big-city lo-fi production.

Piece by piece, the album “Eterno Agosto” was gradually created in Berlin and his hometown of Barcelona. Its promo track, El Mismo Sol, turned out to be a summer hit across European charts. In Poland, the track was a number one radio hit. The music video took the Internet by storm as well, reaching nearly 68 million views including 6 million in Poland alone. In addition, a brand new version of the song was recorded featuring Jennifer Lopez.

Photo: concert organizer promotional materials

A Catalonian vocalist and guitarist topping the charts in Poland and abroad will visit Poznań on 17 February 2017. Alvaro Soler was born in Barcelona, grew up in Tokyo and, at present, lives and works in Berlin. Poland knows him most notably for his radio hits – Sofia and El Mismo Sol. Currently, he plays as part of a duo with his brother. Together they started the band Escapist in 2010 and had their first successes locally. At the same time he was working as a model. “Music has always been a very important part of my life. It helped me mostly in hard times when I would go deep into the world of melody and sounds,” says the artist. Music was also an impulse that moved him to Berlin. There, in a studio

Photo: event organizer promotional materials

100 Georgians on one stage The Georgian National Ballet “Sukhishvili” will hit the stage of the Earth Hall on 15 February 2017. The ballet consists of over one-hundred dancers and an orchestra.

In its history, it has made more than 250 tours. Its members have been on 5 continents and in 90 different countries eleven times already, and they have played 12,500 concerts which have been seen by over 10 million people worldwide! The troupe’s performance was named “the best show on Broadway”. The Australians considered it to be the “eighth wonder of the world”, and the world’s most famous

stage, La Scala, has seen its curtain go up fourteen times in one night, thus beating the record set by Caruso where it had done the same 11 times.

The Georgian National Ballet “Sukhishvili” began 70 years ago and is based on national traditional dances. In order to make it more spectacular, new choreographies combining folk and contemporary steps have been added. Martial arts, acrobatic elements, fairytale costumes and a dynamic yet emotional storyline make the “Sukhishvili” a great show for the whole family, from children to grandma and grandpa.

Anna Wyszkoni’s concert in Poznań on DVD Anna Wyszkoni delivered an extraordinary music surprise to her fans at the Earth Hall on 2 October. She performed the greatest pieces from her 20-year-long career and her concert at the MTP concert hall was recorded to DVD. As one of Poland’s most likeable and charismatic vocalists, the artist boasts an impressive number of hits, awards, distinctions and nearly half a million CDs sold. Both of her solo albums – Pan

i Pani and Życie jest w porządku – are double platinum records.

The 2016 tour was called 20/20 due to Wyszkoni celebrated 20 years of her artistic career. It stands for 20 songs for the 20th anniversary. Poznań saw the artist perform songs from her time with Łzy as well as those from her solo career. On stage she was accompanied by numerous well-known and experienced musicians.

POZNAŃ fair Magazine / 41

CONGRESSES / EVENTS / CONCERTS

TOP MEDICAL TRENDS eleventh time

Photo: MTP press service

More than 3 000 family doctors from across the Poland will take part in the Congress TOP MEDICAL TRENDS, which will be held at the Poznań Congress Center from 17th till 19th of March. During the eleventh edition of the event medics will learn the latest trends and significant achievements in various fields of medicine. During the Congress TOP MEDICAL TRENDS the latest achievements in medicine are going to be presented and the participants will have an opportunity for discussion. Lectures are addressed to family doctors, internists, pediatricians and other professionals who want to quickly enhance their expertise.

The organizer of the congress is Termedia Publishing Hous, publisher of magazine “Top Medical Trends - Przewodnik Lekarza” (Top Medical Trends - Guide for GPs).

Poznań Beer Fair

Photo: Poznań Beer Expo Fanpage

The Poznań Beer Expo, which was held on the premises of the Poznań International Fair from 4 to 6 November featured attractions such as the Homemade Beer Competition final [the so-called piwna matura (beer school-leaving exam)], beer tasting, and courses to help in one’s beer ingredient sensory skills.

The Beer Expo held in pavilion 3 was visited by representatives from the best breweries, specialized beer shops and pubs as well as other companies operating in the brewing sector. Over the three days, the expo participants had the chance to hear some of the secrets of brewing, have a look at the sector specialists, discover new kinds of beer and learn how they should be served.

The program featured multiple lectures and trainings dedicated to beer bloggers and beer lovers. During the break there was an opportunity to visit a professional barber or make a stop by one of the many food-trucks serving up some tasty treats.

Two days of shows and 250 breeds from countries such as Japan, Australia, the United States, Great Britain and Finland – this is, in a nutshell, a summary of two International Dogs Shows which took place during the last weekend of October at the MTP. Over the course of the two days, six MTP pavilions were filled with nearly six thousand dogs. The Saturday exhibition saw the following nominations: Best Junior, Best Adult Male, Best Adult Female, Best Junior of Breed, Best of Breed, CWC (a national champion certificate), CACIB (an international champion certificate) and Res. CACIB as well as a nomination for CRUFTS 2017 in Birmingham, England.

This year’s edition featured many attractions, demonstrations and fun for children. The exhibition also involved a collection of dog food and dog accessories which were then passed on to a dog shelter in Poznań.

42 / POZNAŃ fair Magazine

Photo: MTP press service

Dog beauties at the MTP

Programme of the trade fair Plan your visit at the fair in the next 12 months 02.02-05.02

CAVALIADA LUBLIN: Horse-Riding Equipment Fair

09.09-12.09 New date

BAKEPOL – Baking and Confectionery Industry Fair – Lublin

07.02-10.02

BUDMA – International Construction and Architecture Fair WINDOORTECH – Fair of Machines, Tools and Components for Window, Door, Gate and Facade Production

12.09-15.09

17.02-19.02

TOUR SALON – Fair of Regions and Tourist Products

17.02-19.02

RYBOMANIA – Angling Fair – Poznań KNIEJE – Hunting and Shooting Exhibition BOATEX – Swimming Equipment and Water Sports Exhibition

DREMA – International Trade Fair of Machines and Tools for Wood and Furniture Industries FURNICA – International Trade Fair of Components for Furniture Production SOFAB – International Trade Fair of Upholstery Fabrics and Components for Upholstered Furniture

15.09-16.09

Poznań Optical Exhibition 3)

23.02-26.02 New date

CAVALIADA WARSZAWA: Horse-Riding Equipment Fair

23.09-26.09

TASTES OF THE REGIONS 7)

25.09-28.09

27.02-01.03

TARGI MODY POZNAŃ: NEXT SEASON Exhibition of Clothes and Accessories – Autumn-Winter 2017/2018 FAST FASHION Exhibition of Clothes and Accessories – Spring-Summer 2017 BTS Exhibition of Shoes and Leather Goods

POLAGRA – TECH – International Trade Fair of Food Processing Technologies POLAGRA – FOOD – International Trade Fair for Food POLAGRA GASTRO – International Trade Fair for Gastronomy INVEST- HOTEL – Hotel Equipment Trade Fair PAKFOOD – Food Industry Packaging Fair EPLA – Plastics and Rubber Fair 8)

02.03-04.03

GARDENIA – Garden and Landscape Architecture Trade Fair SPECIAL DAYS – Holiday and Special Occasion Products Fair

06.10-08.10

POZNAŃ GAME ARENA – Entertainment and Multimedia Show

07.10-08.10

HOBBY – Meeting people with passion AQUA & ZOO – Pet Exhibition HAPPY BABY – Fair of Toys and Goods for Children

11.10 -12.10.

GOLDEN MARKETING CONFERENCE Golden Marketing Expo

13.10-15.10 15.10

POZNAN SPORT EXPO 18th Poznań Maraton 4)

17.10-19.10

POL-ECO-SYSTEM – International Trade Fair of Technologies and Products for Sustainable Development and Municipal Services: AQUA –TECH – Water management, waste water treatment and anti-ood protection GREENPOWER – Renewable Energy Exhibition ECO-PROTECT – Environmental Protection Technologies RECYKLING – Waste and Recycling Management Exhibition KOMTECHNIKA – Municipal Technologies Exhibition CITY TRANS PROJEKT – Sustainable Transport SMART REGION – Exhibition of Products and Services for Local Governments

DREMASILESIA – Fair of Woodworking Machines and Tools – Sosnowiec

26.10-28.10

FURNISHOW Warszawa

22.04-23.04

LOOK – Hairdressing Forum BEAUTY VISION – Cosmetics Forum

03.11-05.11

RETRO MOTOR SHOW

25.04-26.04

DNI PRZEDSIĘBIORCZOŚCI POZNAŃ 5)

22.11-24.11

SAKRALIA – Trade Fair of Church Furnishings, Liturgical Objects and Devotional Items

05.05-07.05

National Breeding Animals Exhibition

22.11-25.11

12.05-13.05 New date

VIVA SENIORZY!

STONE Industry Fair GLASS Industry Fair

07.12-10.12

12.05-14.05

FIT-EXPO – Fitness & Sport Park

23.05-25.05

EXPOPOWER – International Power Industry Fair GREENPOWER – International Renewable Energy Fair

07.12-10.12

CAVALIADA POZNAŃ: CAVALIADA SPORT, including: International Indoor Jumping Competition CSI3*-W CAVALIADA SHOW Horse-Riding Equipment Fair

06.06-09.06

INNOVATIONS - TECHNOLOGIES – MACHINES POLAND (ITM POLAND): HAPE – Exhibition of Hydraulics, Pneumatics and Drives MACH – TOOL – Machines and Tools Exhibition METALFORUM – Exhibition of Metallurgy and Metal Industry SURFEX – Exhibition of Surfach Treatment Technologies WELDING RESEARCH FOR INDUSTRY WORK SAFETY IN INDUSTRY

08.12-10.12

Art & Craft Festival

1)

02.03-04.03 New date

SPORT INVEST Sport and Recreation Trade Fair

04.03-05.03

AGRO – PARK – Targi Rolnicze – Lublin 2)

14.03-17.03

MEBLE POLSKA – Furniture Fair HOME DECOR – Interior Design Fair ARENA DESIGN

24.03-26.03

RYBOMANIA – Angling Fair – Sosnowiec

24.03-26.03 26.03

POZNAŃ SPORT EXPO 10. PKO Poznań Halfmarathon

23.03-24.03

EDUTEC Exhibition for Technology and Equipment in Education

24.03-26.03

EDUCATION FAIR Books for Children, Young Adults and Parents – 16th Poznań Trade Fair Meetings

24.03-25.03 New date April New date 06.04-09.04 21.04-23.04

Poznań Optical Exhibition

4)

3)

INTERMASZ – International Fair for Construction Machinery, Vehicles and Specialized Equipment POZNAŃ MOTOR SHOW November

1) 2) 3) 4) 5) 6) 7) 8)

RYBOMANIA – Angling Fair – Lublin

Co-organiser: Polish Horse-RidingAssociation Co-organiser: Targi Lublin SA Organiser: Inter-Province Gild of Optical Craft - Poznań Organiser: Poznań Sport and Recreation Centres Organiser: Poznań City Hall Organiser: Lipno Municipality Co-organiser: Union of the Provinces of the Republic of Poland Co-organiser: Business Image Publishing House

06.06-09.06

3D SOLUTIONS

06.06-09.06

SUBCONTRACTING – Industrial Subcontracting Exhibition

19.08-20.08

ROLTECHNIKA – Agricultural Exhibition – Wilkowice near Leszno concurrently: Festival of Old Tractors 6)

Dated 28.11.2016

05.09-07.09

TARGI MODY POZNAŃ: NEXT SEASON Exhibition of Clothes and Accessories – Spring-Summer 2018 FAST FASHION Exhibition of Clothes and Accessories – Autumn-Winter 2017/2018 BTS Exhibition of Shoes and Leather Goods

Before deciding to participate in the fair, please check the date of the event on the

www.mtp.pl